This event report considers how marketers are neglecting opportunities to engage all of consumers' senses and suggests four practical ways they can make their brands more distinctive. View Summary

This event report considers how marketers are neglecting opportunities to engage all of consumers' senses and suggests four practical ways they can make their brands more distinctive.

Ads can activate the imagination, breaking down barriers and creating experiences that take people somewhere else.

Use of synaesthesia techniques can make a product as rich and as memorable as a sensory experience.

Brands can tailor their experiences though things like colour and lighting to evoke positive moods.

Brand values can also be embodied in behavior and design.

3

Fiat: Come to the streets

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Fiat in Brazil, in spite of having no connections with football, registered a significant presence during the World Cup 2013. View Summary

This case study describes how Fiat in Brazil, in spite of having no connections with football, registered a significant presence during the World Cup 2013.

Lacking the advantage of competitors who had sponsorships or media links to football, Fiat chose to emphasise its exclusion from the game by allying itself with the majority of fans who were also excluded from live matches because of limited stadium capacity.

Led by a TVC, Fiat produced a song and a branded video clip promulgating the chorus "Come to the streets because the streets are the greatest grandstands in Brazil".

Results included 300 million mentions with its hashtag, its video being viewed 19 million times making it the most watched car video in Brazil's history, and a market share of 21%.

4

Deutsche Telekom: The story of Bob & Linda

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This case study describes how Deutsche Telekom stood out in a competitive market where little product differentiation was apparent. View Summary

This case study describes how Deutsche Telekom stood out in a competitive market where little product differentiation was apparent.

To leverage its brand strength of sharing, Deutsche Telekom settled on sharing's ability to be an active force for good rather than just a channel for distributing trivia.

Employing a content driven storytelling approach which featured Bob, a photographer who took photos of himself in a pink tutu to amuse his wife Linda who had developed breast cancer, the campaign was launched on TV and digital media followed by meetings with the media and fans and an exhibition of Bob's photos put on by Deutsche Telekom.

With a budget of 38.8 million euros, results included earned media of 5.8 million euros, 3 million YouTube views, an uplift of 2.7% in market share, a brand equity impact of +5.6% and an ROMI of 37.8%.

Additionally, the positive feedback led to the setting up of the Carey-Foundation to help combat cancer.

5

Luleå Government/Luleå Business Agency: The Node Pole

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This case study describes how the Lulea Government /Lulea Business Agency in Sweden encouraged the development of datacentres in a remote polar region. View Summary

This case study describes how the Lulea Government /Lulea Business Agency in Sweden encouraged the development of datacentres in a remote polar region.

Datacentres using cloud storage in North America had attracted criticism from Greenpeace because of the huge amount of energy they consumed, so Facebook decided to create its next one in Europe.

By choosing a city in the far North, Facebook could claim it was more environmentally friendly as the cold climate helped reduce its negative impact as well providing more jobs for technical personnel.

The Node Pole campaign incorporating huge ice sculptures of the 'Like' symbol conveyed the message and acted as a rallying point for the formation of a business alliance.

The aim of attracting other datacentres worked with Lulea becoming one of the top five centres in Europe, achieving a more positive image, even gaining approval from Greenpeace, and a total of 1,700 articles in the media.

6

Volkswagen: Eyes on road

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This case study describes how Volkswagen China addressed the problem of drivers using mobile phones while driving. View Summary

This case study describes how Volkswagen China addressed the problem of drivers using mobile phones while driving.

To highlight the risks involved and to gain the public's attention, Volkswagen endeavoured to change driver behaviour after realising that those people that had already had an accident modified their own behaviour.

To demonstrate this, an ad was shown in cinemas where the audience watched a film of the road in front from the driver's seat of a moving car, during which they received a text message on their mobiles and while their attention was distracted, the car on-screen crashed followed by a road safety message from Volkswagen.

The video of their reactions was uploaded online and 25 million people in China saw it plus over 409 million worldwide gaining PR worth $4.5 million in China and over $24 million worldwide.

This case study describes how Peruvians were encouraged to smile for their ID photographs by Coca-Cola who wanted to associate their brand with happiness and well-being. View Summary

This case study describes how Peruvians were encouraged to smile for their ID photographs by Coca-Cola who wanted to associate their brand with happiness and well-being.

Because photos on ID cards usually looked serious, Coca-Cola decided to inculcate a positive image change by getting people to smile for their photos taken in free photo-booths sited at strategic points all over Peru.

Using social and traditional media to promote the booths resulted in a significant increase in recruiting people to have IDs issued.

Coca -Cola benefitted by association with their happiness index which could be used to promote a positive image for tourism as well as the Government which wanted more people to carry ID cards.

In a country with high youth unemployment and the abandonment of artisanal trades, Samsung set out to redress the balance, whilst increasing brand relevance and preference.

It created a digital learning platform, the Maestros Academy, to meld traditional crafts with new ideas from students such as the Samsung Smart Bike which incorporated safety features via smartphone technology.

Innovations were disseminated through social networks, digital OOH and online digital campaigns with earned media and PR describing the initiative as an enabler of people's talent.

The campaign generated over 60 million media impressions and reached 6 million Twitter and Facebook users with the brand becoming the favourite of 50% of Italian consumers.

9

AT&T: It can wait

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This case study describes how AT&T started a public safety campaign to counter the rise in accidents involving US teenagers due to texting while driving (TWD). View Summary

This case study describes how AT&T started a public safety campaign to counter the rise in accidents involving US teenagers due to texting while driving (TWD).

At the same time traffic fatalities had been falling over the last decade, a new danger of TWD had arisen.

To raise awareness of the problem and to reduce the number of casualties by changing behaviour , AT&T focused on the consequences of past accidents and engaged Werner Herzog to produce a film depicting real life examples.

Gaining the support of industrial leaders and other companies, including competitors, amplified its impact.

Using a combination of earned and paid for media, awareness rose from 60% to 74% with a corresponding decline of -12% in the number of teens texting while driving.

10

Kraft: Wake up and smell the bacon

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This case study describes how US Kraft brand Oscar Mayer bacon stood out in a commoditised market, emphasising superior taste to maintain a premium price and gain increased sales and penetration. View Summary

This case study describes how US Kraft brand Oscar Mayer bacon stood out in a commoditised market, emphasising superior taste to maintain a premium price and gain increased sales and penetration.

To overcome being just one bacon among many, Oscar Mayer had made a device which would diffuse the smell and sound of bacon frying when the alarm clock went off, the campaign slogan being 'Wake up and smell the bacon'.

Following influencer seeding, a digital campaign comprising video and display, paid social and search, it went viral creating the most talked about bacon in the States.

Bacon pound sales increased by 13.7%, penetration rose and an estimated ROI of $6.28 for every dollar spent was achieved.

In a crowded market, John Lewis projects itself as the home of 'thoughtful gifting' taking a calmer approach to selling than its rivals.

Using an emotional story about a hare that wants to treat a bear that always misses Christmas because it is hibernating was the basis for a TV ad, a number one hit song, extensive social media and viral activity, many parodies and a mass of earned media.

Results were positive all round including a +6.9% increase in sales and a high of 27% market share.

12

The Haven Night Shelter on Napier: The Street Store

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This case study describes how the Haven Night Shelter on Napier in South Africa attracted positive media attention to drive regular donations of clothing for the homeless to its pop-up Street Store. View Summary

This case study describes how the Haven Night Shelter on Napier in South Africa attracted positive media attention to drive regular donations of clothing for the homeless to its pop-up Street Store.

The aim was to get regular donations of clothing rather than sudden influxes in response to disasters because the latter do not coincide with shelter demands.

In January 2014, a rent-free, premises free, free pop-up clothing store was created stocked by donations from the public with the R5,000 budget being spent on printing posters backed by Twitter and other social media activity which encouraged others to set up more Street Stores elsewhere.

Significant earned media was generated with international press coverage in excess of R9 million at rate card value resulting in a surge of direct donations and the setting up of Street Stores globally.

13

Sony: The launch of PS4

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This case study describes how Sony launched its PlayStation 4 in the USA having lost traction and market share with its PS3. View Summary

This case study describes how Sony launched its PlayStation 4 in the USA having lost traction and market share with its PS3.

The aim was to regain premier position for its gaming console and sell 2 million units by targeting early adopters they christened 'Connoisseurs' who would act as brand advocates.

Around the theme of 'Greatness Awaits' for gaming achievements and an interactive version on YouTube awarding digital trophies, key media were used in support.

The launch target of gaining 31% of the market was exceeded by 12% reaching 43% and within a year 2.8 million units were sold, an increase of +40% on Sony's original estimate.

14

Turner Network Television: Dallas gas station

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This case study describes how US Turner Network Television generated interest in the third season premiere of Dallas. View Summary

This case study describes how US Turner Network Television generated interest in the third season premiere of Dallas.

After a second series failed to match the first and with a budget 50% less, the aim was to achieve an audience of 2.5 million in the 18-49 age bracket which would attract maximum ad revenue.

Blurring fact and fiction, a gas station was constructed in New York to sell the fictional oil families product at a price undercutting that of real gas stations highlighting the ruthlessness of Dallas's characters.

Promoted via Facebook and other media the result was a traffic jam and an estimated PR value of $1 million, an audience of 2.7 million and a 51.6% sov measured against similar programmes.

Facing declining sales and new competition from Dove Hair Care, Pantene changed its tack from emphasising its functional attributes to emotional ones.

Building on its slogan of 'helping women shine', Pantene widened the idea to encompass the issue of gender bias against strong women by showing men and women doing the same things but with positive comments describing the former and negative comments the latter.

Launched on Pantene's YouTube and Facebook pages and its Twitter account, as well as having a #Whipit to facilitate conversation, the campaign went viral and garnered over 46 million views on YouTube and a billion impressions worldwide.

16

Marks & Spencer: Turning the UK into a nation of shwoppers

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This case study describes how Marks & Spencer turned the UK into a nation of "shwoppers" (a mix of shopping and swapping) through its Shwopping clothing waste initiative. View Summary

This case study describes how Marks & Spencer turned the UK into a nation of "shwoppers" (a mix of shopping and swapping) through its Shwopping clothing waste initiative.

The retailer asked shoppers to donate an old item of clothing every time they bought a new one, passing the old items on to Oxfam.

Initially an impact was made by covering a London street with 5 minutes worth of clothing waste, followed by influencers like Alexa Chung and Joanna Lumley promoting the uses that old clothing could be put to in poorer countries.

The various stunts attracted extensive earned media with nearly 7 million items having been shwopped at a value of £4.5 million to Oxfam.

17

Funeral Insurance Company Dela: Why wait until it's too late?

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This case study describes how Netherlands based funeral insurance cooperative DELA set out to change the way people viewed its service. View Summary

This case study describes how Netherlands based funeral insurance cooperative DELA set out to change the way people viewed its service.

In the light of a survey published by the Dutch Authority for Financial Markets (AFM) which reported that funeral insurance was not being sold in the client's best interest, DELA fought back to improve its image and to increase brand awareness for its members.

A campaign featuring real people with real stories used the line 'Why wait until it's too late?' to express feelings of love to the living rather than the deceased.

This was rolled out on TV and other traditional media as well as online and resulted in brand awareness rising to 87%, 2% above target, insured capital rising by 25.6%, 15.6% above target, site visits growing by 66% during the campaign and a swell of user generated content.

18

Molson Coors Canada: Passport beer fridge

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This case study describes how Molson Coors Canada promoted its brand beyond its home market and attracted new customers from the millennial demographic. View Summary

This case study describes how Molson Coors Canada promoted its brand beyond its home market and attracted new customers from the millennial demographic.

With the beer category declining as a whole and more competition arriving from wines and spirits, Molson's aim was to maintain its brand share of 6.4% and increase relevance to younger consumers.

Wanting to make a cultural impact based on the Canadian attributes of modesty and humour, it created the Beer Fridge which was to be launched on Canada Day 2013.

It was displayed in various European countries awaiting Canadian travellers to produce their passports to open the fridge.

Initially promoted on YouTube and backed by digital search and video seeding, the fridge also appeared in TVCs with the result the campaign went viral gaining 2.7 million views, earning $14 million in PR value, an increase of +0.1% in brand share, and an ROI of 336%.

19

How a change in body language transformed the fortunes of Mercedes-Benz

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This case study describes how Daimler AG set out to change the image of Mercedes-Benz in the UK with the object of increasing sales. View Summary

This case study describes how Daimler AG set out to change the image of Mercedes-Benz in the UK with the object of increasing sales.

Mercedes-Benz was perceived as a stuffy brand for older drivers which promoted product quality and safety against the edgier image of other German marques.

To update its image and make it more appealing to a wider audience, it created a virtual driving experience in the form of an action movie where viewers influenced the outcome by tweeting the hashtag assigned to the action they would prefer to see next, this in turn being shown in the next TV ad break.

Over the years 2011-2014, 3 campaigns combined to increase sales by 45% whilst gaining 5% share of the total car market at an ROI of 1.11:1.

20

Fritolay PepsiCo: 18th zone embassy

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This case study describes how Fritolay PepsiCo in Guatemala defended its most popular snack brand, Tortrix, against newer, cooler competitors. View Summary

This case study describes how Fritolay PepsiCo in Guatemala defended its most popular snack brand, Tortrix, against newer, cooler competitors.

Tortrix had been promoted in the past using local slang to communicate with its consumers but this tactic was undermined by others adopting the same approach.

Capitalising on a significant demographic of 18-35 year-old lower social grade consumers who mostly live in the 18th zone, a dangerous crime-ridden district, Fritolay created a mock embassy where companies could meet prospective employees who had hitherto been discriminated against because of where they lived.

Intended as a PR exercise to gain free media coverage, the limited budget of US$45 thousand returned over US$2.3 million whilst brand salience rose by +16% and brand preference rose by +10%.

21

Yum Restaurants: Add hope

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This case study describes how Yum Restaurants International reinforced KFC's position in South Africa as a brand that cares, in three consecutive campaigns from 2011 to 2013. View Summary

This case study describes how Yum Restaurants International reinforced KFC's position in South Africa as a brand that cares, in three consecutive campaigns from 2011 to 2013.

KFC's CSI initiatives to help raise funds and awareness for hunger relief were enacted during World Hunger month centred around PR events such as the Wall of Hope and Faces of Hope, the latter, for example, replacing Colonel Sanders' face on the restaurant with that of a child.

These campaigns, on the back of the initial Add Hope campaign which had these words appearing as an extra item on all its menus, drove donations ever upwards with a rise over the last two years from 55% to 74% of consumers' views considering the brand as caring for the community.

22

Beats by Dr Dre: Beats Colors

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This case study describes how headphones company Beats by Dr Dre set out to differentiate itself in an uninspiring and homogenous market. View Summary

This case study describes how headphones company Beats by Dr Dre set out to differentiate itself in an uninspiring and homogenous market.

The aim was to become number one premium brand using popular culture as a springboard during the Summer Olympics.

Under the banner 'Show Your Color', a photo booth was set up and athletes and A-listers were invited to take photos of themselves wearing Beats headphones which they then put on their social networks.

This developed into a Facebook app which was adopted by thousands of people who wanted to make a statement of self-expression.

Beats' Facebook community grew by 1.7 million fans and the headphones became the number one brand of headphones sold in the USA as well as number one audio brand.

23

Coca Cola Indonesia: The catalyst for Indonesians to reconnect during Ramadhan

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This case study describes how Coca-Cola Indonesia made its product synonymous with Ramadan - a time for Indonesians to reconnect with each other. View Summary

This case study describes how Coca-Cola Indonesia made its product synonymous with Ramadan - a time for Indonesians to reconnect with each other.

To recruit new drinkers and to inspire Indonesians to share their feelings during the week of Ramadan, Coca-Cola provided engagements such as leaving space on bottles for personal messages which were distributed to mums, pop-up shops, an online app Goodness Machine and a Coke anthem.

Over 3 annual campaigns, Coca-Cola's market share rose by 2% while the brand is now readily associated with Ramadan.

This case study describes how Macmillan Cancer Support in the UK raised its profile to generate greater support from the public and increase donations. View Summary

This case study describes how Macmillan Cancer Support in the UK raised its profile to generate greater support from the public and increase donations.

By 2030, it is predicted that 4 million people will be living with a cancer diagnosis, presenting Macmillan with the challenges to increase awareness of its role and gain the necessary funding.

The strategy adopted was how to make people feel less alone and to 'Inspire millions to get involved'.

This message was delivered on a broad front: PR and broadcast, social media and website, leaflets and merchandising.

Over four years, awareness was raised from 30% to 42%, calls to its support line rose by 43%, website visits rose from 7.6 million to 20.9 million - an increase of 275%, and in 2013 income increased from £153 million to £187 million - an increase of 22.3%.

Adobe arranges live-streamed online events called Create Now Creative Days for Nordic countries and was tasked with increasing attendance by 100% thus generating greater revenue.

Using a hidden camera to photograph commuters at a bus stop, the images were immediately photoshopped showing people in amusing situations and relayed back to the stop where their reactions were recorded.

These images were then transmitted on YouTube, amplified by bloggers who had been engaged to spread the message, and shared on Adobe's Facebook and Twitter channels.

The small budget of 5,800 euros resulted in over 8.3 million views in 3 days and over 20 million views worldwide with a 613% increase in attendees.